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Tidsskrift
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Detaljer
Beskrivelse
The worlds of branding and consumption are changing. Helping to set the agenda are what Adam N. Stone designates the Unbrandables, consumers who are sensitive to inauthenticity, hostile to relentless materialism, and suspicious of products they do not want or that are bad for the environment. Then there are the Unbranded brands, such as Nudie Jeans of Sweden and In-N-Out Burger in California, showing that honesty, transparency and a genuine concern for the planet and their customers needs are essential when it comes to connecting with a more sceptical audience. Unbrandable provides advertising and marketing professionals with an invaluable guide to this new landscape. Divided into fifty-five easy-to- assimilate sections, the book examines what it means to be Unbrandable, for both consumers and producers, and how companies can thrive by taking a more creative, authentic approach to promoting their goods. Each section focuses on a brand that works, an industry professional who demonstrates the new approaches, an individual who can articulate better than any focus group what the new consumer wants, or a place Berlin and São Paulo among them that itself flourishes on Unbrandable principles.
Indhold
Seneste udgave, bogIntroduction: it's all changed, again -- 55 moments in unbrandable time -- Unbranded brands: The Beastie Boys -- Unbrandable people: Marylin Cayrac -- Define "brand" -- Unbranded brands: Phonebloks -- A short history of mass-marketing -- Unbranded brands: Fat Willy's Surf Shack -- Product vs brand -- Unbranded brands: Village Voice -- Words with the shaman: Jeremy Brown -- Unbrandable places: Berlin -- Unbranded brands: In-N-Out Burger -- Manufactured desire -- A poem by Tony Kaye -- Unbrandable people: Tarryn-Lee Lamb Warner -- Unbranded brands: Nudie Jeans -- Consumption -- Unbrandable people: Chuck -- Unbranded brands: John Altman -- Words with the shaman: Denzyl Feigelson -- Unbrandable people: Gili -- Unbranded brands: Deus Ex Machina -- Unbrandable people: Josie Long -- Unbranded brands: The Pirate Boy -- It's about telling your story -- Words with the shaman: Omaid Hiwaizi -- Unbranded brands: Shakespeare and Company -- Unbrandable places: São Paolo -- Unbrandable people: Alan Cooper -- The art of selling and buying -- Words with the shaman: Joey Elgersma -- Unbrandable places: Spuistraat, Amsterdam -- Advertising 3.0: content still rules, OK! -- Unbrandable people: Douglas Tompkins -- Unbranded brands: Patta -- Emerging markets -- Unbrandable places: Freetown, Kigali -- Unbranded brands:: Nokia -- Brands doing good -- Unbrandable places: The Mars Bar, New York -- Unbrandable people: Roger Ballen -- Unbranded brands: Mojang/Minecraft -- New methods of research -- Words with the shaman: Leroy Tulip -- Unbrandable people: Haas & Hahn -- Unbranded brands: NPR and PBS -- Unbrandable people: Beppe Grillo -- Unbrandable places: Forte Prenestino, Rome -- An unbrandable moment: Trainspotting -- Unbrandable people: Annie Leonard -- No one really knows anything -- Unbrandable people: Jennifer M. -- Words with the shaman: Frank Sinatra Jr -- Ten ways to be unbrandable -- The last word
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